Fillable Printable Swot Analysis Example
Fillable Printable Swot Analysis Example
Swot Analysis Example
Basic Analysis
Page 1
Competitive Analysis
[ ] This Competitive Comparison Matrix provides for a comparison of strengths and weaknesses for both you and your competitors.
Consider both direct and indirect competitors, inside and outside of your industry.
[ ] Replace the sample data in the unprotected cells in blue with your own information. You can change the Sales Years
referenced in cells A30 & A31, but do not change their purpose!
If you enter text in cells B-D31 & 32, the Percent Growth formula on Line 33 will result in an error.
Your CompanyCompetitor 1
Company
[Company][Company 1]
Market Perception
High price/expressiveConservative/mid price
Key Product
[Product Name][Product Name1]
Percent of Total Sales
[x]%[x]%
Key Personnel
President/CEO/Owner
[Name][Name]
VP Finance
[Name][Name]
VP Marketing
[Name][Name]
VP Sales
[Name][Name]
VP Product Development
[Name][Name]
Number of Employees
[x][x]
Financial
How Held
[Private/Public][Private/Public]
Shares Outstanding
[# of shares/na][# of shares/na]
Recent Share Price
[Price per share/na][Price per share/na]
Cash [if known]
[x][x]
Venture Backed
[yes/no][yes/no]
Lead Investors
[Investor's name][Investor's name]
1994 Sales
$5,500,000$7,500,000
1995 Sales (estimated)
$8,000,000$9,000,000
Percent Growth
45%20%
Sales, Distributorship and Pricing
Primary Channel Method
ResellerReseller
Primary Price Point
[x][x]
Discount Structure
50% Off @ wholesale50% Off @ wholesale
Annual Quantity Sold
[x][x]
Market Share Estimate
[x]%[x]%
Product/Service General Analysis
Their Products are:
Easy to useDifficult to install
Fulfills promisesCumbersome to use
Basic Analysis
Page 2
Subjective Qualitative Assessment
[ ] Grade activities on a scale of 1-5, with 5 being the strongest.
Market Acceptance
43
Merchandising
35
Packaging
44
Advertising Quality
54
Public Relations
33
Price
24
Product
44
Promotion
42
Product Acceptability
34
Probability of Future Threat
na5
Trade-in Value
nana
Upgrades
22
Useful Life
44
Average Competitive Score
34
Basic Analysis
Page 3
[ ] This Competitive Comparison Matrix provides for a comparison of strengths and weaknesses for both you and your competitors.
[ ] Replace the sample data in the unprotected cells in blue with your own information. You can change the Sales Years
If you enter text in cells B-D31 & 32, the Percent Growth formula on Line 33 will result in an error.
Competitor 2
[Company 2]
Low prices/personal
[Product Name 2]
[x]%
[Name]
[Name]
[Name]
[Name]
[Name]
[x]
[Private/Public]
[# of shares/na]
[Price per share/na]
[x]
[yes/no]
[Investor's name]
$23,000,000
$5,000,000
-78%
Reseller
[x]
45% off @ wholesale
[x]
[x]%
Easy install
Includes uninstaller
Unattractive themes
Basic Analysis
Page 4
5
4
5
5
4
5
5
3
5
5
na
4
2
4
Value Chain Analysis
Page 5
Value Chain Activities and Cost
1. Manufacturing costs:
Direct production costs:
Raw material ingredients$0.00 $0.00
Direct labor0.00 0.00
Salaries for nonunionized personnel0.00 0.00
Packaging0.00 0.00
Depreciation on plant and equipment0.00 0.00
Subtotal$0.00 $0.00
Other expenses:
Advertising$0.00 $0.00
0.00 0.00
Interest0.00 0.00
Research and development0.00 0.00
Total manufacturing costs$0.00 $0.00
2. Manufacturer's operating profit$0.00 $0.00
3. Net selling price0.00 0.00
4. Plus federal and state excise taxes paid by company0.00 0.00
0.00 0.00
6. Average margin over manufacturer's cost0.00 0.00
$0.00 $0.00
0.00 0.00
9. Average 20% retail markup over wholesale cost0.00 0.00
10. Average price to consumer at retail$0.00 $0.00
Estimated
average cost
breakdown for
Company A
Estimated
average cost
breakdown for
Company B
Other marketing costs and general administrative
expenses
5. Gross manufacturer's selling price to
distributor/wholesaler
7. Average wholesale price charged to retailer (inclusive
of taxes in item 4 above but exclusive of other taxes)
8. Plus other assorted state and local taxes levied on
wholesle and retail sales
Situational Analysis
Page 6
COMPANY SITUATION ANALYSIS
1. Strategic Performance Indicators19xv19xw19xx
Performance Indicator
Market share
000
Sales growth
000
Net profit margin
000
Return on equity investment
000
Other?
000
2. Internal Strengths
Internal Weaknesses
External Opportunities
External Threats
3. Competitive Strength Assessment
Rating scale: 1= Very weak; 10 = Very strong
Key Success Factor/Competitive VariableWeightFirm AFirm BFirm C
Quality/product performance
0.00 000
Reputation/image
0.00 000
Manufacturing capability
0.00 000
Technological skills
0.00 000
Dealer network
0.00 000
Marketing/advertising
0.00 000
Financial strength
0.00 000
Relative cost position
0.00 000
Customer service
0.00 000
Other?
0.00 000
Overall strength rating0.00 000
4. Conclusions Concerning Competitive Position
5. Major Strategic Issues/Problems the Company Must Address
(Improving/slipping? Competitive
advantages/disadvantages
Situational Analysis
Page 7
19xy19xz
00
00
00
00
00
Firm DFirm E
00
00
00
00
00
00
00
00
00
00
00
Industry Attractiveness
Page 8
INDUSTRY ATTRACTIVENESS FACTORS
FactorWeightRating
Market size and projected growth
0.00 0.00
0.00
Seasonality and cyclical influences
0.00 0.00
0.00
Technological considerations
0.00 0.00
0.00
Intensity of competition
0.00 0.00
0.00
Emerging opportunities and threats
0.00 0.00
0.00
Capital requirements
0.00 0.00
0.00
Industry profitability
0.00 0.00
0.00
Social, political, regulatory, and environmental factors
0.00 0.00
0.00
Industry Attractiveness Rating0.00 0.00
Weighted
Industry
Rating
Product Cost
Page 9
Costs of Leading Competitors
Brand or productCompany199x199x - 1199x - 2
Product 1Company Name$0 $0 $0
Product 2Company Name000
Product 3Company Name000
Product 4Company Name000
Product 5Company Name000
Product 6Company Name000
Product 7Company Name000
Product 8Company Name000
Product 9Company Name000
Product 10Company Name000
Subtotal$0 $0 $0
All OthersCompany Name000
TOTAL$0 $0 $0
Profits of Leading Competitors
Brand or productCompany199x199x - 1199x - 2
Product 1Company Name$0 $0 $0
Product 2Company Name000
Product 3Company Name000
Product 4Company Name000
Product 5Company Name000
Product 6Company Name000
Product 7Company Name000
Product 8Company Name000
Product 9Company Name000
Product 10Company Name000
Subtotal$0 $0 $0
All OthersCompany Name000
TOTAL$0 $0 $0
Product Cost
Page 10
199x - 3
$0
0
0
0
0
0
0
0
0
0
$0
0
$0
199x - 3
$0
0
0
0
0
0
0
0
0
0
$0
0
$0
SWOT Definitions
Page 11
strengths
Advantages of proposition?
Capabilities?
Competitive advantages?
USP's (unique selling points)?
Resources, Assets, People?
Experience, knowledge, data?
Financial reserves, likely returns?
Marketing - reach, distribution, awareness?
Innovative aspects?
Location and geographical?
Price, value, quality?
Accreditations, quali3cations, certi3cations?
Processes, systems, IT, communications?
Cultural, attitudinal, behavioural?
Management cover, succession?
